Discussion on Export Commodity Packaging and World Folk Culture (6)
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4.1 Non-mandatory adaptation to improve product packaging
Non-mandatory adaptation Improvement of product packaging design refers to the various improvements made by the company to product packaging design in order to increase its competitiveness in the international market and adapt to non-mandatory influencing factors in the target market. Non-mandatory factors to change the product packaging design is the key to the success of companies engaged in international marketing. There are usually several factors that affect the change of non-mandatory product packaging design:
4.1.1 Adaptability of Culture
Culture is an important factor that influences consumer perception of product packaging design and purchase behavior. Consumers in different cultural environments, the differences in the demand for product packaging design are mainly reflected in values, ethics, codes of conduct, religious beliefs, consumer preferences and usage patterns, etc., consumers in international target markets accept new products and new The main obstacle to behavior is neither the income level nor the difference in the natural environment, but the cultural model of the target market that the product packaging design faces. Putting a product into a cultural environment that does not require the item or even taboo the item, no matter how inexpensive the product is, how well-known the brand is, it cannot win the favor of consumers. To adapt the products that companies sell to meet the needs of international target markets, we should consider the consumer's habits, lifestyle, and consumer value orientation in the target market. When an enterprise sells a best-selling product in a cultural context to another cultural background, and must change the certain values, lifestyle, and spending habits of consumers in that cultural context, it must pay attention to overcoming obstacles to change. resistance.
4.1.2 Consumer Income Levels in Countries
The level of income greatly affects consumers' requirements for product effectiveness, function, quality, packaging and branding. Consumers with low income levels usually focus on the basic performance requirements of the product, such as requiring the product to be cheap and durable, while not paying attention to packaging and brand. Consumers with high income levels are pursuing higher quality products, exquisite packaging, and brand awareness.
4.1.3 Different preferences of consumers
The different preferences of consumers in different countries are mainly determined by social culture and habits. The differences in consumer preferences due to cultural influences are mainly reflected in the appearance of the product, packaging, brand names, brand names, and usage patterns, but are rarely reflected in the physical or mechanical aspects of the product. For a marketing-oriented company, when it comes to the product's appearance style, taste, and the taboo of color patterns and texts in the package, it is necessary to do as the Romans do.
4.1.4 The level of education in foreign markets is also a non-mandatory factor for companies to change their products.
Consumers in developed countries have been on average more than a decade of formal education and have grown up in a highly commercialized, industrialized, and technologically advanced society. They have a high level of culture and can easily identify, master, and use technologically complex products. In some poor and backward countries, consumers have a limited level of education, and many are even illiterate, and they have difficulty in mastering and using technologically complicated products.
4.2 International Market Product Packaging Strategy
The international market product packaging design is a technical and artistic work that should be aesthetically pleasing, practical and economical. The specific requirements are as follows:
4.2.1 Accurately transfer product information
Countries in the world generally have clear provisions on the contents of product packaging, such as production date, weight, shelf life, etc., companies should accurately indicate. In addition, the text, patterns, and colors on the packaging should be consistent with the characteristics and style of the product. Do not avoid the instructions on the packaging, color pictures, etc. to exaggerate the performance and quality of the goods.
4.2.2 Packaging should be adapted to commodity prices
The value of the packaging should match the value of the goods. Such as high-grade jewelry should be accompanied by high-end packaging to express the luxury of goods. If the value of the package exceeds the value of the product itself, it will cause consumers to resent it and affect sales.
4.2.3 Considering the Needs of International Target Markets
The packaging of products entering the international market must take into account the conditions of storage and transportation in various countries and regions, the length of distribution time, climate conditions, consumer preferences, sales conditions, environmental protection, customs, aesthetics, income levels, and national legal regulations. For example, in some countries in Africa and Latin America, the use of glass as a packaging material is not very suitable due to less favorable road conditions. In some developing countries, packaging consumer goods can stay in distribution channels for as long as six months, while in the United States, it only takes two or three months. This requires different packaging quality requirements. The packaging of food exported to tropical countries focuses on the quality of the product in order to avoid deterioration of the product due to the hot climate. Packaging specifications also vary from country to country, and consumers in low-income countries are more accustomed to fewer packages. In some countries, environmental protection owners are also concerned about whether or not packaging materials cause environmental pollution. In addition, product packaging needs to consider the needs of retailers in various countries.
5. Concluding remarks
With the advancement of modern science and technology and the impact of the industrial revolution, modern design has changed from the one who controlled the quality of the past to control the world, whoever controlled the design, and who controlled the market. The market competition of products has shifted from the original price competition to non-price competition including product features, after-sales services, product packaging, advertising, and trademarks. The world today has entered a new era of design. The seller’s market has become a buyer’s market. Products that are uncompetitive, uncharacteristic, and have no artistic flavor are gradually being eliminated by the market and consumers.
Export packaging design should pay attention to the culture and customs of all countries in the world. We must fully understand and understand consumer preferences and taboos in terms of color, numbers, graphics, language, etc., and keep abreast of trends in international trade trends. The legislation of the target market and changes in consumer habits make the design suitable for the trend of the times. In addition, innovation in packaging should be carried out under the premise of embodying humanistic design considerations and meeting consumer demands in the market in order to enhance product image and market competitiveness.
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